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general business data bank




Question;1. Through ________, marketing statisticians;can extract useful information about individuals, trends, and segments from the;mass of data.;a. data accumulation;b. target market information supplied by the;government;c. datamining;d. data management;e. data marketing;2. ________ involves the use of sophisticated;statistical and mathematical techniques such as cluster analysis, automatic;interaction detection, predictive modeling;and neural networking.;a. Data management;b. Data marketing;c. Target market analysis;d. Data accumulation;e. Datamining;3. In general, companies;can use their databases in all of the following ways EXCEPT ________.;a. to predict competitive;strategies and plans;b. to identify prospects;c. to decide which customers should receive a;particular offer;d. to deepen customer loyalty;e. to avoid serious customer mistakes;4.;Susan Lefferts? company;advertises widely. In each magazine ad, a business reply card is attached. Ms.;Lefferts uses these cards to build her company?s;database. In which of the following ways would Ms. Lefferts most likely be using the newly constructed database?;a. To deepen customer loyalty.;b. To reactivate customer purchases.;c. To avoid serious customer mistakes.;d. To determine if up-selling is appropriate.;e. To identify prospects.;5. Phil Langston has just ordered a number of;expensive executive gifts that he will be sending as an appreciation token to a;select few customers from his client database. In which of the following ways;is Mr. Langston most likely using;his database?;a. To identify prospects.;b. To decide which customers should receive a;new sales offer.;c. To deepen customer loyalty.;d. To avoid serious customer mistakes.;e. To beat the competition;to a sale.;6. Royal Caribbean;uses its ________ to offer spur-of-the-moment;cruise packages to fill all the berths on its ships.;It focuses on retired people and single people because they are more able to make quick commitments.;a. advertising;b. database;c. mail catalogs;d. public relations department;e. radio advertising;7. Which of the following is considered to be;one of the four problems that can deter a firm from using CRM (customer;relationship marketing)?;a. Competitors;can often hack into CRM systems.;b. Building and maintaining a customer;database requires a large investment.;c. It is very difficult to find and train;database employees.;d. Long-term results of such systems are still;unproven.;e. Focusing too much on databases separates a;company from its customers.;8. Building a database would not be worthwhile;for a company in all of the;following cases EXCEPT ________.;a. where the product is a one-in-a-lifetime;purchase;b. where customers show little loyalty to a;brand;c. where the company;already has an above average relationship with its customers;d. where the unit sale is very small;e. where the cost of gathering the information;is too high;9. A study estimated the average return on;investment for a data warehouse over the course of three years is more than ________.;a. 400 percent;b. 200 percent;c. 100 percent;d. 85 percent;e. 75 percent;10. All of the following are considered to be among the main perils of CRM EXCEPT ________.;a. implementing;CRM before creating a customer strategy;b. the enormous;cost that might eventually drain significant profits from the organization;c. rolling out CRM before changing the;organization to match;d. assuming more;CRM technology is better;e. stalking, not wooing customers;True/False;61. Managers who believe the customer is the company?s;only true ?profit center? consider the traditional organization chart to be;obsolete.;62. The modern;customer-oriented organization chart places top management at the top of the;pyramid as long as they can think like consumers.;63. There are two determinates of customer delivered-value: total;customer value and total customer cost.;64. Customer perceived value (CPV) is the;difference between the prospective customer?s evaluation of all the benefits;and all the costs of an offering and the perceived alternatives;65. Total customer value is the perceived monetary value of all the purchases a customer makes;on an annual basis.;66. Professional buyers and purchasing agents operate under various;constraints and occasionally make choices that give more;weight to their personal benefit than to the company?s;benefit.;67. The value proposition is stated in the price of;a product and readily recognized by the average consumer.;68. The value-delivery;system includes all the experiences the customer will have on the way to;obtaining and using the offering.;69. For a consumer to be delighted with a product or service he or she;must perceive that performance exceeds expectations.;70. The ultimate goal of the customer-centered firm is to create high;customer satisfaction.;71. The key to customer retention is customer;satisfaction.;72. At the top of the package delivery industry with a satisfaction;index score of 82 is FedEx.;73. Price-perception is the totality of features and characteristics of;a product or service that bear on its ability to satisfy stated or implied needs.;74. Conformance quality and performance quality is essentially the same;thing in a marketing sense.;75. Total quality management (TQM) is a production department approach;to continuously improving the;quality of all the production processes.


Paper#47207 | Written in 18-Jul-2015

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